"I felt like if I was going to get back in, I wanted to actually build bikes myself, which is something I haven't done in a long time," he told BRAIN in an interview this week.

"Initially the plan was to do a few steel bikes. I wanted to spend time in the shop and touch things and try things out."

Serotta began brazing frames at Frank Wadelton's shop, FTW, in Bellows Falls, Vermont. Eventually, because he like to do things his own way, he invested in some custom tubing and frame parts and tooling, and decided to get more formal about the program. That led to the launch of the Amodomio brand (a modo mio means "in my way" in Italian).

This is his small project.

looks like this. Ben Serotta does not have rights to the Serotta brand name for bikes, but the Amodomio frames say "Serotta Design Studio" on the chainstay and have Serotta's signature on the toptube.